Exam 1: An Overview of Marketing

At the Lands End web site a customer can chat on-line with customer service representatives while shopping.This live help allows customers to have questions answered before placing an order.This focus on meeting customer needs illustrate a(n)_____ orientation.

A business is concerned with many day-to-day activities.Some of the most important of these activities are the planning and development of a product,its pricing policy,and the distribution strategy.These activities are all a part of:

_____ is a strategy that focuses on keeping and improving relationships with current customers.

All of the following are good reasons to study marketing EXCEPT:

NARRBEGIN: Starbucks Loyalty Rewards Starbucks Loyalty Rewards The First Starbucks opened in 1970 in Seattle Washington.The demand for its coffee grew and Starbucks added more than 6,000 stores located in over 30 countries.In its more than 30 year history,Starbucks has never given out coupons for its coffee.Starbucks had only to make its coffee and customers came.Recently consumer quality perception of the Starbucks brand has started to fall.Starbucks started a consumer-response blog to learn more about what consumers expect from Starbucks.One of the most frequent requests was for a customer rewards program.In response Starbucks has started the Starbuckscard rewards which offers free refills on brewed coffee,free beverage with whole bean purchase,beverage customization and free Wi-Fi.Starbucks also put coupons in a national newspaper for those consumers who love coupons and created a new brew of coffee for those who prefer a milder coffee taste.Starbucks is hoping with these improvements will restore customers' loyalty and confidence. -Refer to Starbucks.Starbucks customers wanted more value from their coffee.Starbucks management responded to customers through the Starbuckscard rewards program.Which element of value was Starbucks management working to increase?

Consider the following statement: "Relationship marketing is not possible in a firm embracing a production orientation." Do you agree or disagree with this statement? Explain your answer.

Approximately 50 percent of the U.S.civilian work force performs marketing activities.

There are several important reasons to study marketing.Name three of these reasons.

An entrepreneur has set up a company to manufacture and market GPS systems for hunters.He has decided a sales orientation would best suit his new company.What are important considerations for this firm when it adopts this orientation? What are potential pitfalls of this orientation the owner needs to understand?

Frequent-flyer programs are an example of financial incentives to customers in exchange for their continuing patronage.After flying a certain number of miles or flying a specified number of times,the frequent-flyer program participant earns a free flight or some other award such as free lodging.Airlines that use frequent-flyer programs are practicing:

Procter & Gamble decided to address the fact that Hispanic women are more likely to die from breast cancer because they're reluctant to get mammograms or discuss screening.So P&G brought screening to the supermarket,parking mobile mammography vehicles in grocery store parking lots in Texas and inviting shoppers in for free x-rays.Tie-ins with local hospitals assured that women with suspicious films got follow-up care.P&G adopted a _____ orientation to achieve this goal.

Which of the following is the customer's evaluation of a good or service in terms of whether that good or service has met his or her needs and expectations?

3D Systems is a company that uses computers to generate new product prototypes.It has generated loyal business clients by providing the best customer support in the industry.The company also provides direct sales consultations that gives its salespeople intimate knowledge about what exactly its customers want.This partnership between 3D Systems and its customers entails relationship marketing.

Salespeople who work for market-oriented organizations are generally perceived by their customers as problem solvers and important links to supply sources and new products.

One way to identify the orientation of a firm is to examine its primary goal.If a firm seeks to achieve profitability through sales volume,it would probably be:

The _____ orientation assumes people will buy more if aggressive selling techniques are used.

FujiFilm Computer Products has improved the efficiency and productivity of its plant,which manufactures printing technology.For the new fiscal year,the company projects a production increase of 25 percent and has instructed its sales force to aggressively distribute and promote the product.The CEO is sure the market will absorb more product if the sales force is determined and assertive.Apparently FujiFilm:

TUFF SHED,Inc.is one of the leading suppliers of installed storage buildings and garages in the United States.TUFF SHED mandates that sales,management and construction teams work together to anticipate and eliminate potential problems.They make sure customers get the right buildings for their needs,and they all are built well and in a timely manner. By using teamwork TUFF SHED:

NARRBEGIN: Ritz-Carlton Hotels Ritz-Carlton Hotels Cesar Ritz,the founder of the original Ritz-Carlton,Boston,was known as the "king of hoteliers and the hotelier to kings." Today,there are more than 70 Ritz-Carlton hotels spanning 24 countries with 38,000 employees.These are not typical employees,though.They are described as "Ladies and Gentlemen serving Ladies and Gentlemen." Each employee participates in an intensive orientation program and recertification programs throughout their careers with the company,and many are allowed $2,000 to fix a guest's problem on the spot without managerial approval.So renowned is the Ritz way of doing business that the company offers a Leadership Center for executives and managers of other companies to learn and implement the Ritz way of customer service.It doesn't stop with employees,though.Ritz-Carlton hotels recently launched "Give Back Getaways" in 2008 that allow guests to volunteer in locales where they are vacationing.The hotel also offers "Vow to Help Others" which is a program that donates a portion of a wedding couple's reception costs to those in need.The chief operating officer's words sum up Ritz-Carlton's philosophy best when he stated,"If we really do our job,we really don't need sales anymore.Satisfied guests are your advertising." -Refer to Ritz-Carlton Hotels.A guest's suitcase was lost while in the care of hotel employees,and that guest needed his suit for an important business meeting.The desk clerk took the guest to a local mall to purchase clothing and shoes totaling $850.The fact that Ritz-Carlton employees have the authority to solve customers' problems quickly illustrates that these employees are given:

Ninety-six percent of USAA home insurance policy holders report that USAA representatives meets their commitment in calling back customers quickly about claims.The most likely result of USAA's efforts is: